Once you build your membership site and launch it, that’s just the beginning. A membership website is definitely not a “set it and forget it” kind of venture. To thrive, it needs to stay fresh, engaging, and continually deliver value to your members.
That’s where email marketing comes in. It’s not just a promotional tool - it’s the backbone of your ongoing relationship with both potential and existing members.
There are some great reasons why you would want to use email marketing to promote your membership website. But that begs the question, exactly how should it be used?
Here are 3 easy but powerful ways to use email marketing to grow your membership website.
1. Attract new members with a free sample or trial
You see it on just about every website you visit, and a membership site should be no exception. For website visitors landing on your site for the first time, you want to have the ability to give them a taste of what you’re all about without actually signing up and paying for a membership.
Most likely it won’t happen on the first visit anyway. Research suggests it takes 7 to 13 touchpoints before someone makes a purchase decision.
With email marketing, you can convert these curious visitors into leads and nurture them over time. Here’s how:
- Free Membership Tier: Offer a no-cost membership level with limited access to content. Visitors get a feel for your offering, and you earn permission to stay in touch via email.
- Time-Limited Free Trial: Give full access for a set period (e.g., 7 or 14 days). At the end of the trial, use an automated email sequence to prompt conversion to a paid plan
Once someone signs up, even for free, you can use email automation to guide them toward becoming a paying member by sharing helpful content, success stories, and feature highlights.
2. Improve member retention with engaging email content
Retention is just as important as acquisition. After someone joins your membership program, you want them to stay subscribed, engaged, and satisfied.
- Content Announcements: Let members know when new articles, videos, or resources are available.
- Exclusive Offers: Reward loyalty with free courses, events, or special members-only content.
- Ongoing Engagement: Share curated tips, reminders, or behind-the-scenes updates that keep your community excited and informed.
The more touchpoints you create through email, the more connected your members will feel and the more likely they’ll be to stick around.
3. Deliver evergreen content with email automation
Don’t let your valuable evergreen content sit idle. Instead, turn it into a powerful asset by setting up an automated email campaign that delivers it directly to your audience over time. Whether it’s a course, content library, or resource bundle, repurposing existing content through automation not only saves time - it also helps you scale your offering without extra effort.
Email marketing platforms like Mailchimp allow you to schedule and sequence delivery, ensuring that each subscriber receives your content in a structured, timely manner. From video lessons and digital downloads to curated blog posts and mini-courses, evergreen content becomes a high-impact engagement tool that keeps your audience learning, consuming, and coming back for more.
Final thoughts
Email marketing isn’t optional - it’s essential. Whether you’re trying to grow your audience, keep members engaged, or increase renewals, the right email strategy helps you build trust, deliver value, and maximize your membership site's potential.
